The new venture from Callcredit called Noddle offers credit reports free for life, in a major break with the industry model where companies advertise reports as 'free', then claw back millions through monthly credit card subscriptions.
The agency won the business non-competitively.
Noddle marketing director Jacqueline Dewey said: ‘When you're disrupting a market, you need the ability to move thoughtfully and fast. Third City has this, as well as an enviable record building online brands, which is why we chose them.'
Third City co-founder Mark Lowe said: ‘A true challenger brand changes things by what it does as well as what it says. These qualities make Noddle an unusual and exciting proposition.
‘Our big task will be to achieve cut-through in a market where many millions are spent advertising 'free' services that are anything but free.’
Reporting to Dewey, the brief includes a mass-market consumer launch, digital engagement, influencer comms and support for the brand's social media and SEO strategies.
The agency's first task is to drive awareness and pre-registrations in the build up to a full launch in October.